December diversity brings merry, happy, and joy


There’s no better time of year to be reminded of how diverse people are. Some of our most important and loved occasions fall within this short time span.


St. Nicholas Day

Bodhi Day





Obviously, we’re familiar with our own religious and cultural activities. We might even be familiar with a couple occasions that are more common to wherever we live. But, do we have a good grasp of all seven of the occasions mentioned here? Could we reference them in a conversation and know that we aren’t misrepresenting them?

This diversity of culture is a perfect reminder for anyone in the research business.

Researchers know how to frame data collection tools to reflect our own experiences. I could easily write a questionnaire or discussion guide that incorporates content about both Hanukkah and Christmas in a respectful and welcoming way. Could I do that for Diwali or Bodhi Day? Probably not. I would need to consult with a colleague who has personal experience.

Of course, diversity in the research space is about far more than personal holidays. It’s reflected in how we ask questions of gender, ethnicity, and cultural backgrounds. It comes into play when we ask questions about leadership styles, parenting roles and traditions, and even product awareness and purchase.

Whether we’re asking demographic, psychographic, or user-based questions, there are always innumerable diverse perspectives to consider when asking seemingly simple questions.

Whatever you celebrate, may it be merry, happy, and joyful, and overflowing with light, laughter, and love – at a safe distance.  

Canadian Viewpoint is a one-stop market research data collection and fieldwork company. For over 40 years, we have been trusted by clients ranging from global Fortune 500 companies to local, boutique market, social, and academic research firms and offering top-quality solutions for offline, online, qualitative, and quantitative fieldwork. We specialize in providing high-quality solutions for offlineonline, qualitative, and quantitative fieldwork. As long-term members of the Insights Association, accredited members of the Canadian Research and Insights Council (CRIC), and corporate members of ESOMAR, we uphold the highest industry standards. Our diverse range of services includes sampleprogramming and hostingmall interceptscentral location recruitmentmystery shoppingin-home usage tests (IHUTS)sensory testingshelf testingcomputer-assisted telephone interviewing (CATI)Facial Coding, and other cutting-edge technologies. Explore our website to learn more about our offerings and access our demo site to experience our tools firsthand.

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